Case Study
How a 3-Month CRO Pilot Delivered 1,372% ROI
About the Client
A leading SaaS scale-up with $10m+ ARR. Their ICP is SMEs, with 50,000+ monthly site visitors funnelling through their sign-up journey.
The Approach
Atlas deployed its Conversion Rate Optimisation framework:
- Funnel Mapping & Behaviour Analysis — spotting where users dropped off and why.
- Opportunity Prioritisation (ICE Scoring) — selecting high-impact tests on homepage and pricing pages.
- Rapid Experimentation — running controlled A/B tests across critical conversion journeys.
The Experiments
We ran 4 priority tests:
- Pricing Page – Value Prop Placement
Hypothesis: Surfacing “Why choose us” content above the fold would increase sign-up engagement.
Result: +25.9% uplift in conversions → +$130,980 annualised revenue.
- Pricing Page – CTA Placement
Adding a “Calculate Your Price” CTA above the fold to drive calculator engagement.
Result: Positive lift validating quicker access to key features.
- Homepage – Task-Based Navigation
Hypothesis: Asking “What are you looking to accomplish today?” with task buttons would guide users more effectively.
Result: +41.75% uplift in conversions → +$332,640 annualised revenue.
- Other Tests
Not all experiments delivered gains (one homepage and one pricing variant underperformed), but validated what not to scale.
The Results
- $463,000 forecasted new annual revenue
- $30,000 CRO pilot investment
- 1,372% ROI delivered in 3 months
The experiments demonstrated that small, targeted CRO changes unlocked major hidden revenue — without needing additional traffic or ad spend.
Timeline
- Weeks 1–4: Research & Analysis
- Weeks 4–8: Prioritisation & Launch (3 experiments)
- Weeks 8–12: Launch additional experiments
- Week 12: Review & next-phase CRO roadmap
Key Insight
By aligning site journeys with user intent and elevating value propositions above the fold, the client saw immediate gains in conversion and revenue growth.
Ready to unlock revenue hidden in your funnel?
👉 Book a CRO Pilot
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